We seeded a series of 6 suggestive posts through Twitter, associated articles on LinkedIn/Facebook, featuring the #womendrivers heading and supporting links.

Social media’s interactive nature lends itself well to disruptive messaging. #womendrivers was designed to get people to click on the links expecting to see the typical derogatory stereotype image or comments about women drivers. But instead were taken to an Audi hub with articles featuring the stories of inspirational women drivers who were also leaders in their respective profession such as technology, business and motorsport. The hub also featured a video explaining the subversive character of the campaign.

We developed a social-first campaign to subvert the phrase #WomenDrivers, turning a traditionally negative phrase into a positive one. Leveraging The Irish Times, Ireland's leading broadsheet (and the most popular with our female target audience, reaching 161K female audience (427K total) every day), as a platform populated with curated content that told the stories of inspirational Irish women.

A series of carefully constructed posts, gave the campaign momentum by seeding provocative tweets “LOL! Check out these crazy #WomenDrivers" alongside explanatory videos & links to the hub.

We partnered with influential ambassadors to bring both scale & authority to the activation. One of Ireland's leading influencers, Roisin Ingles, brought to life the campaign through her own social channels and podcast which reaches 56% female listeners every week. Support came from all over Ireland with Dave Kearney, Ireland’s full back retweeting his “Supporting Audi in their aim to change the stereotype #womendrivers”.

Within 12 hours of tweeting, the campaign trended in Ireland. Irish celebrities recognised the ingenuity of the campaign; Angela Scanlon, Louise Duffy and Rick O’Shea. 6 tweets, earned the campaign global recognition across multiple publications; mirror.co.uk, Telegraph and AdWeek. Introductory video had been viewed nearly 50,000 times, smashing the average automotive brand video content in Ireland.

Twitter was our key traffic driving platform, delivering 4,000 visitors to the Audi hub, resulting in a fantastic average dwell time of 15 minutes 43 seconds. Paid support for the ‘Crazy Women Driver’ video content drove a strong engagement rate of 11% (against industry benchmark, 2%) and resulted in a CPM of €0.26. Total tweets had a combined reach of 113,133 users, estimated earned media value delivering three times the paid budget.

Most importantly, we saw Audi A1 sales increase 10% YoY (up 348 units) in a segment previously thought to be completely saturated.